Paris beauty market shifts with K-beauty expansion and skinimalism trend

The beauty market in France is experiencing significant shifts driven by new retail openings and changing consumer habits. Moida has opened a large 400-square-meter boutique on the Champs-Élysées in Paris, specializing in K-beauty. The store features over 80 Korean brands and approximately 1,200 products, catering to the growing demand for Korean skincare popularized on social media platforms like TikTok.

Simultaneously, a trend known as ‘skinimalism’ is reshaping how French consumers approach skincare. Moving away from complex, multi-step routines, many consumers are now prioritizing efficiency by using only three or four essential products. Recent data indicates that 75% of consumers now prefer three or fewer products for their daily routine.

Despite this move toward simplified home routines, the professional beauty sector remains robust. According to the Fédération des Entreprises de la Beauté (FEBEA), the beauty salon market in France generates 2.87 billion euros in turnover, supported by over 116,000 active establishments.